Falling in love with the problem.

First, the problem. Then, the product.

Photo by Dmitrii Ko on Unsplash.

I like problems.
I like finding problems.
I like losing myself in problems.
I like wrestling with problems.
I like messy, complicated problems that make my head hurt.
I love problems.

Most startup founders fall in love with the product they are building. Products are exciting. Products feel like progress. Products are demo-able. Products feel like visible evidence of the startup’s existence. Products feel like positive, weighty contributions to the world. Products feel like validation. Products feel important. Products are what buyers buy.

Problems feel like, well, problems. The word, “problem,” itself sounds negative, right out of the gate. Who wants to be associated with a problem?

Here’s the thing, though.

Products solve problems.

No problem, no product.

Getting the problem right is half the battle.
Chasing the right problem matters.
Chasing a problem of the right size, matters.
Stating the problem in a clear way to yourself, matters.
Stating the problem in a clear way to others, matters.
Stating the problem in a way that solutions present themselves, matters.
Stating the problem in a way that a market can be found, matters.
Falling in love with the problem, matters.

Most startup pitch decks focus on the product. When I see a startup pitch deck, I want to hear about the problem.

I want to know:
Why is it a big, hairy problem?
How do you know this is a problem?
How did the problem come about?
How long has this problem been a problem?
How many people face the problem?
What difference will it make to chase this problem?
Who else is chasing this problem?
Who will pay good money for this problem to be solved?
And, how many people are ready to pay this good money?

Problems are what matter. In academia, in industry, in any profession.

Whoever articulates the problem, whoever shows that the problem is a problem (and why), whoever shows that there is a large-enough market for solving the problem — that startup has the upper hand.

Problems before products. That’s what startups ought to chase.